Four Points Framework

With endless content and messaging flooding our minds every day, it can be an overwhelming task as a brand to communicate in a way that people will view and treat as different. Think about it: the majority of ads, commercials, and content we see exist solely to sell us a solution to whatever problems we may be experiencing. When it comes time to create an ad for our own business, we feel like we have to follow suit - pressured to do as others do; communicating a message that seeks only to sell, falling in line with every other marketing message we see advertised.

We don’t want to add to the noise, we want to stand out - the trouble is, how do we do that when genius, creative ideas don’t just come from nowhere. How do we build towards that genius, creative idea? The challenge is found in trying to say something that will not only move people to choose our solution to their problem, but will cause them to think about the problem in a completely new way. This tool helps us build a more compelling, true, and evocative marketing message that will be the anchor of our strategy.

So how do we use it? We start by identifying the problem we’ll be speaking to. What problem is our customer experiencing that we can solve for them. Additionally, what deeper, more human needs might be ailing our customers that this problem helps us see with greater empathy? Second, what makes us motivating or interesting in people’s minds and how can we position that as a competitive advantage? Third, what themes or truths do we see play out in culture that can help us better understand the cause(s) of the problem in a new way? Thoughtfully and honestly navigating through the discovery and articulation of these three things will birth the core message of our strategy.

By knowing the problem we’re addressing - and how it causes deeper pain for the person we are speaking to - and then aligning our advantage with an insight drawn out of culture, will not only strategically position us as the only answer to their problem; but speak to the most human parts of our customers, connecting them with us in a way that they will never forget.

If you’re interested in learning more about this tool, feel free to watch the video below. My presentation on this framework begins just after the 1:00:30 mark.